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Andrew Lewis
Making Cultural Heritage Mobile: Challenges and PossibilitiesCRASSH Centre for Research in the Arts, Social Sciences and HumanitiesUniversity of Cambridge29 November 2013
Victoria and Albert Museum
Mobile is everywhere
Mutation
Mobile Device Diversity - the growing variety of devices, computing styles, user contexts and interaction paradigms will make "everything everywhere" strategies unachievable.
Gartner. The Top 10 Strategic Technology Trends for 2014.(October 2013)
Web access is mutating
Improved JavaScript performance – Growth of HTML5 and the browser as a mainstream enterprise application development environment.
The Internet of Everything - expanding beyond PCs and mobile devices into enterprise assets such as field equipment, and consumer items such as cars and televisions.
The Era of Personal Cloud - The personal cloud era will mark a power shift away from devices toward services.
Challenges – 1Consumer tech landscape
Let’s talk about computers
Mobile internet devices will outnumber the global human population by the end of 2013
CISCO. Visual Networking Index: Global Mobile Data Traffic Forecast Update 2012–2017.
(published February 2013)
£25
Your phone can talkwith the walls
£20
Possibilities – 1Diverse options
www.instructables.com/id/Psychic-Fortune-Teller-An-automaton-that-reads-t/
Shelley Mannion. http://www.slideshare.net/s.mannion/mideas2013-smannionar
Apps – the new Flash?
Challenges - 2Social behaviour shifts
Service design is all about?
Users
Visitors
Customers
Audiences
Whatever…Stakeholders
Give people what they want
Good Good enough
What people want ischanged by technology
Better
Good Good enough
+
Good enough Better
++
There are emotional factors
Seb Chan. MuseumNext Amsterdam, May 2013.
Unpredictable
Unpredictable and complex
Predictable and simple
Predictable but complex
Unpredictable and simple
Predictable
Simple ComplexWe are here :)
Possibilities - 2Disruption opportunities
Think characteristics
brick
HeavyRoughOrangeyPorousFlatHand-sizedStable on each sideDense materialQuite softCheap
characteristics
phone
Takes photosHas a clockAllows remote speechHas a rechargeable batteryQuite light, easily breakablePocket sizedTouch enabled, finger-sizedExpensiveValuableHas model-specific features
characteristics
It’s all about…
Mobile?
Augmented reality?
Tablets?
Apps?
NO – it’s about context…Location-based services?
Mobile
Augmented reality?
Tablets?
Apps?
Location-based services?
Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
Google. The New Multi-Screen World. Understanding cross-platform consumer behaviour (published August 2012)
Just over half (53%) of all UK adults are regular media multi-taskers i.e. they use other web devices while watching TV
weekly or more often
OFCOM. Communications Market Report 2013. (published August 2013)
Tablet owners significantly more likely than average to multi-task with other media while watching TV (81%)
More than half of UK adults own a smartphone
Mobile access has mutated
Possibilities - 3Data driven means scalable
Hand-built web has become unmanageable
datadataData engineWeb API = portable data
Objects KnowledgeTools +
standards RecordsSecure
Storage Connectivity
Collectionobject records
Media assets
Events
Shop products Customer behaviour data
Staff knowledge
Learning resources
Web connectivitymakes your
data portable
For efficiencyand responsiveness
to the chaos ofconsumer digital change
Search the Collections (STC)
Mobile STC
Website auto-display module
Furniture gallery digital label
Digital map
One chair. One authoritative
digital asset.At least five uses
V&A Digital Map – optimised for enjoyable discovery on a tablet
Collection datafed via web API
www.vam.ac.uk/map
Event datafed via web API
V&A Digital Map – optimised for enjoyable discovery on a tabletwww.vam.ac.uk/map
* OFCOM. Communications Market Report 2013. (published August 2013)
• Bedrooms, and main TV rooms, are popular locations to use a tablet* • Main tablet uses - ‘Entertainment’ and (50%) ‘easy access to the internet’ (45%)*
• One in ten households has more than one tablet*
Tablets are the most enjoyable way to leisurely browse the web
Optimised for enjoyable discovery on a tablet because…
• More than a third of V&A visitors own a tablet device (above national average)+
+ V&A Mobile usage visitor survey, 2012. Commissioned by V&A Digital Media and Learning departments and conducted by Fusion/Frankly Green and Webb
• Tablet ownership by UK adults doubled 2012 to 2013 to 24%*
• Familiar gesture-based controls - Pinch and zoom, drag-and-drop, etc
• Feels like an app, but it’s an html5 web page
• SVG images zoom with no loss of quality, responsive on large screens
A pleasurable way to discover what’s in, and what’s on at, the V&A
www.vam.ac.uk/map
Also works on phones (for at least 95% of V&A mobile web users)
V&A mobile web access
• iOS 75%• Android 21%• BlackBerry 1%• Windows Phone 1%• Also-rans… 2%
iPhone Android
Mobile?
Augmented reality?
Tablets?
Apps?
NO – it’s about context…Location-based services?
Mobile
Augmented reality?
Tablets?
Apps?
Location-based services?
Visit-planning content mapped to consumer device use1. Visit Us2. What’s On3. Exhibitions4. All Visits August 2011 – August 2013
Desktop Mobile Tablet
Digital elements of a museum visit… screen use is contextual
Discovery Journey Being hereAwareness
Activity: social digitalLocation: anywhere
Screen: mobile
Activity: leisurely discoveryLocation: homeScreen: tablet
Activity: wayfindingLocation: on the move
Screen: mobile
Activity: leisurely discoveryLocation: Museum
Screen – provided + user’s
Twitter, Facebook, etc Digital map, What’s On Mobile optimised Visit Us page The awesome V&A
275% increase in tablet use of V&A What’s On feature
Dec 2011 – August 2013
15% of access toV&A Map page
via tablet
August 2013
Navigation people use when planning a visit
Visit practicalities41.3%
Other 13.4%
General content8.5%
Finding out what is on36.8%
www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking
Visitor Information– mobile heavy content
Part of the bigger strategic move to mobile-optimisation
V&A mobile access Oct 2013Visit Us page
• Desktop 57%• Mobile 25%• Tablet 17%
http://www.vam.ac.uk/b/blog/digital-media/google-analytics-event-tracking
www.vam.ac.uk/b/blog/digital-media/mobile-research-resources
Research reports are listed here :)
Mobile arrived ages agoUnderstand, but don’t lead with technology
Look at social trendsAccept you can’t do it all- prioritise
Data, data, data You are not alone
www.vam.ac.uk/digitalmedia
Lead with user experience design
Andrew Lewis
Thank you
http://linkd.in/andrewlewishttp://twitter.com/rosemarybeetle
Victoria and Albert Museum
Download this presentation:
V&A Digital Media blog:
slideshare.net/AndrewLVandA
www.vam.ac.uk/digitalmedia